Outdoor Advertising: Landmark of the Experience Economy

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Bryce Lowery


Outdoor advertising has a long history of serving as a landmark of the experience economy. In the United States early signage often featured traveling shows and circuses. As the automobile changed lifestyle trends, billboards followed the new roading experience. Today, outdoor advertising is increasingly seen as a part of experiencing cities, clustered in entertainment districts. Through spatial reorganization, integration into the built environment, and the development of increasingly engaged technologies, outdoor advertising is adapting to the new experiences of urban life. Signage is being used in new ways to enhance the quality of life in places that are commonly associated with consuming goods and services. As a landmark of the experience economy, signage orients individuals to these locations by drawing attention to opportunities to eat, drink, and have fun.

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